Big data and artificial intelligence are revolutionizing market research and revealing even the unconscious

Even not noticing it, we all leave digital footprints that can reveal much more than we assume or would like to show. A study on news consumption patterns, using AI and cloud computing capabilities, reveals that as soon as a person clicks on a page, you can already see a pattern.

The possibilities offered by big data have radically changed some categories traditionally defined by market research and consumer behavior. One of the rules, for example, was that readers looking for celebrities and show business-related issues were not interested in politics This theory fell apart after an analysis of the habits of readers of 18 different online news media in the UK. The use of AI showed behaviors that were not detected by the researchers.

The analysis showed that many personalities are not restricted to a single profile. In the UK, for example, people who are interested in news about members of the royal family, such as Meghan Markle, also read about Prime Minister Boris Johnson, although they have no particular interest in politics.

That’s because a figure like Boris Johnson pushes the boundaries of politics reaching a much wider scope. By putting big data in the cloud and analyzing the data using AI, it is revealed that the Prime Minister is seen by many as a celebrity.

Thus, market research can understand human behavior like never before. The analysis may include, for example, facial expressions, allowing to evaluate in more depth the reactions to the news or image according to the emotions expressed.

Big Data and Cloud Computing

Many of our reactions and reflexes in a choice or purchase decision are not noticeable even to ourselves. This gap in our understanding is being filled by a mass of data and information captured through cookies tracking and other tools that identify our trail when visiting sites that awaken our interest.

Market research provides access to large amounts of stored data and computing capacity through cloud services. This true revolution driven by new technologies is shedding light on our innermost impulses and desires.

By analyzing recorded responses using software, researchers can detect aspects of our unconscious revealed through our facial or body expressions and tone of voice. A bank of human emotions etched and stored in the cloud can demystify our deepest feelings.

Researchers no longer need to knock on our doors or call our cell phones to ask questions or use their clipboards to record our answers. Technological evolution is enabling them to access our brains remotely.